Living Next to the Hockey Giant

Official Review by Dave Cottenie, Stadium Journey Regional Correspondent

Where is the toughest place to run a hockey team? How about right next door to the Toronto Maple Leafs? Mississauga, Ontario is a mid-sized city west of the Maple Leaf-mad city of Toronto. Operating a hockey team in Mississauga comes with a whole host of issues. There is no local over the air radio; no major newspaper coverage; only local cable TV coverage. With all of this in mind, the Mississauga St. Michael's Majors continue to make strides to provide a product that is appealing to a local audience living right next door to the largest market in Canada.

The Majors have a long and rich history which dates back to 1906 when they were the Toronto St. Michael's Majors. The Majors were owned and run by St. Michael's College, which is a private, catholic, all-boys school in Toronto. Hockey alumni going through the doors at St. Mike's is a who's who of hockey royalty. Hockey Hall-of-Famers who called St. Mike's home include Ted Lindsay, Dick Duff, Dave Keon, Red Kelly, Frank Mahovlich and Tim Horton. (Yes ... the Tim Horton of doughnut and coffee fame).

The Majors ceased operations in 1964, but returned in 1997. Upon their return, the Majors were purchased by St. Mike's alum, and owner of the Ottawa Senators, Eugene Melnyk. Melnyk attempted to find a more appropriate place for the Majors to play rather than the small barn on the campus of St. Michael's College. With little success, Melnyk eventually bought the OHL team Mississauga IceDogs solely for the lease to the Hershey Centre. The IceDogs were eventually sold and moved to the Niagara Region, and the Majors relocated to Mississauga to become the Mississauga St. Michael's Majors. The Majors maintain their affiliation to St. Michael's College and many of the current players attend the school.

The Hershey Centre has had a stale and lifeless existence during the IceDogs years, but the Majors have attempted to change that. This is just in time for Mississauga to host The Memorial Cup in 2011.

Food & Beverage    3

The Hershey Centre features standard arena fare at one of the four Hershey's Snack Bars in the four corners of the arena. Prices are adequate with pizza ($4), hot dogs ($4.50), fries ($3.75), and soda ($3). There are a couple of other stands around the arena including a Subway and an Oktoberfest Beer Nuts. For something a little unique, and a must if you are bringing your lady-friend, a stop at the Cheesecake Factory stand where one can choose from a variety of cheesecakes for $5.50 a slice is a must.

If you are interested in alcoholic beverages, you can purchase a draught for $5.25 or a tall-boy for $7.75. Molson Canadian and Coors Light are featured.

For patrons who have purchased a platinum level seat, a trip to the Molson Canadian Lounge is an option. The Lounge offers a wider variety of alcoholic beverages in a more bar-like atmosphere. Other patrons may choose to get something at the Coors Light Lounge on the other side of the arena.

Atmosphere    3

The Majors deserve credit for the improvements to the Hershey Centre that they have made. During the time of the IceDogs, the Hershey Centre was very stale and cold. The Majors have attempted to incorporate some of their vast history in the Hershey Centre and put it on display.

The Majors have retired the numbers of Hockey Hall-of-Famers Red Kelly and Dave Keon and their banners hang above the ice surface. In the concourse, the concrete pillars have been decorated with murals of former great Majors. There are also murals that have been added around the Hershey Centre, including in the front entrance and on the press box.

Also in the seating bowl, a portrait of Queen Elizabeth II is prominently situated between the Canadian and American flags. In the 50s and 60s, portraits of the Queen were quite prominent in hockey arenas around Canada.

With the Memorial Cup on its way to the Hershey Centre, Mississauga fans have been treated to a brand new video scoreboard. The crystal clear board is large and brand new, in time for the big event. Unfortunately, the sound system in the Hershey Centre falls behind and announcements get lost and are difficult to hear.

An original promotion put on by the Majors is the "Dirtiest Car in the Lot" promotion. A licence plate from a car in the lot is shown, and the owner of said dirty car wins a free car wash from a local business.

The Majors have attempted to give something for the kids in attendance as well. Mini-flags were handed out during the game I reviewed and there was a kid's corner in the concourse. Kids could shoot on a goalie and design their own goalie mask.

Neighborhood    2

The Hershey Centre is located in an office park / industrial area. As a result there is not much near the arena at all. There is literally nothing within walking distance, so if you are looking for a pre or post game meal, you are going to have to hop in the car.

A great spot for a pre-game meal is Lick's on Hurontario. Although not licensed, Lick's makes some fantastic burgers not to be missed. If you are looking for some suds, try The Harp in nearby Port Credit.

Fans    3

Credit must also be given to the fans of the Majors for a vast improvement in this area. In the 2010-2011 season, the Majors have seen a dramatic increase in fan support with an average increase of 800 fans per game, putting them at an average of 3,000 fans per game. This increase has moved them into the middle of the pack in the OHL, up from second from the bottom in average attendance.

The fans in Mississauga are generally pretty quiet but do get excited if not loud during the goals and fights of the game. There are of course some hardcore fans, specifically some shirtless ones, who are the exception to the Mississauga group of fans.

Access    5

Nestled neatly between Highways 401 and 403, the Hershey Centre is easily accessible by car. There is plenty of free parking in the lot attached to the Hershey Centre, which makes an evening with the Majors a little easier on the pocketbook.

Washrooms are plentiful but small and easily accessible.

Return on Investment    5

Tickets for the Majors are extremely affordable. Platinum seats, with access to the Molson Canadian Lounge are $20. Red level seats are $13. Compared to other arenas in the OHL, these are great ticket prices. Concession prices are adequate and parking is free. In the end, a family trip to see the Majors is very affordable.

Extras    2

The Memorial Cup is coming! The final round robin tournament to crown the champions of Major Junior Hockey will be held at the Hershey Centre, with the Mississauga St. Michael's Majors hosting in 2011. The Majors will get an automatic bid, and will be competitive in the tournament with the strong season that they are having this year.

A second bonus point for the original features. The portrait of the Queen and the Hershey's Kisses lamps outside add some original features to the ambiance.

Final Thoughts

Years ago, the Hershey Centre was not a place that you really wanted to go to see hockey. The environment was cold and stale. The seating bowl was virtually empty. The food selections were few. Recently, the Majors have worked hard to change some of these aspects and as a result have made the OHL hockey experience in Mississauga much better. They have been rewarded with a significant increase in attendance and fan support. Living next door to the Toronto Maple Leafs can be scary, but the Majors have shown that they are up to the challenge.